Openreach identity developed by Rufus Leonard

23 January 2006

The identity unveiled today for Openreach - a new multi-billion pound business that will be responsible for the nationwide local BT network - was created by leading brand and digital agency Rufus Leonard.

Openreach, part of BT, is set to become a familiar household name and will contain BT’s field force of 25,000 engineers and more than 22,000 vans, which are to be re-sprayed to distinguish them from the rest of the BT fleet.

The identity was created by leading brand and digital agency Rufus Leonard, who were previously responsible for the BT Connected World rebrand.   The initial brief was to develop a new identity for the division that would clearly differentiate the company from BT, but still maintain an affinity.   

Rufus Leonard developed a broad range of concepts for logo, vehicles and look and feel.  The identity developed captures the spirit of convergence and the opening up of the networks, whilst also maintaining confidence with existing customers. 

The openreach identity will be rolled out across all elements of the new business following the launch in January, from all livery and signage to uniforms and corporate and marketing communications.  Rufus Leonard also designed and developed a launch site and will continue to work closely with openreach to ensure successful rollout.

Tim Evans, Group Marketing & Brand Director for BT, said: “We are really pleased with the design work undertaken by Rufus Leonard and it will quickly become one of the most visible identities in the UK.”